BRAND COLLABORATION | EDITORIAL ACTIVATION
Agency: Saatchi & Saatchi
Client: Tide | Contagious
Role: Art Direction, Food target
Contagious Magazine is known for its bold, collectible covers.
For its 70th issue, it partnered with Tide to create a full cover-to-cover collaboration.
We brought Tide’s stain-fighting power to life through a graphic narrative that follows the journey from spill to spotless.
The series played out on Contagious-branded T-shirts, turning them into live canvases for the transformation.
For its 70th issue, it partnered with Tide to create a full cover-to-cover collaboration.
We brought Tide’s stain-fighting power to life through a graphic narrative that follows the journey from spill to spotless.
The series played out on Contagious-branded T-shirts, turning them into live canvases for the transformation.
COVER PAGE
THE WORK
INTERIOR
HOW IT HAPPENED
BACK
THE AFTER
The palette consisted of different notes of blues and oranges, a nod to Tide’s brand equity colors.
BEHIND THE SCENES
In collaboration with Adrian Chan and Ralph Bachir